Programmatic advertising platform

ABSTRACT

A system and method provides for the use of a proprietary platform to predict impressions and to predict and design ad campaigns. Specifically, a proprietary programmatic advertisement platform correlates television programming asset sources with actual viewing behavior of broadcasts associated with the television programming assets and ad content associated with the ad campaign. The correlation produces a predicted performance value used to generate an ad campaign. For instance, the invention enables television programming asset sources and viewership information providers to communicate with the programmatic advertisement platform in a way that adds value to or otherwise facilitates the valuation of the television programming asset sources in context of the particular ad. Thus, the programmatic advertisement platform delivers improved performance and lower effective cost of television ad campaigns by using automation for simplification and advanced targeting algorithms to reach desired audiences more efficiently.

BACKGROUND OF THE INVENTION

Traditionally, advertisers purchase advertisement (“ad”) time duringupfronts, a time of year when advertisers can purchase airtime to airtelevision ads, referred to as television programming inventory, ontelevision networks and television programming delivered online during atelevision program broadcasts. Example television ads includecommercials that are aired during a program break, transparent overlaysthat are aired during a program, and text banners that are aired duringa program. Companies gather to present their fall lineups and pitchmarketers for advertising dollars. Whatever television programminginventory hasn't been sold is then subsequently sold in what is calledthe scatter market.

While this traditional television programming inventory buying andselling model has worked for decades, it's not without itsinefficiencies. Chief among them is the fact that many of theinteractions that occur are manual: requests for proposals, insertionorders, ad trafficking, and endless emails and spreadsheets.

In recent years, programmatic advertising has emerged to address theseinefficiencies. Programmatic advertising encompasses an array oftechnologies that automate the buying, placement and optimization oftelevision programming inventory for an ad campaign, in turn replacinghuman-based methods. In this process, supply-and-demand partners utilizeautomated systems and business rules to place ads in electronicallytargeted television programming inventory and generate an ad campaign.

To target television programming inventory, rating estimates ofbroadcast programs associated with the ad slots are used to generate thead campaigns. Typically, the ad campaigns are generated well in advanceof the airtime, wherein the true value of the airtime placement of thead is not realized if the ratings estimate is inaccurate, or if the adthat is aired is not relevant in the context of the television programand/or audience. For example, inferior contextual quality of the adslots may cause the accounting of impressions, the number of homes orindividuals exposed to an advertisement or group of advertisements, tobe disproportionally high in the day and low at night. The true value ofthe ad slots would not be realized because of the disproportionalaccounting of impressions. Additionally, the limited amount of ad slotsavailable for a particular campaign could result in limited reach and/orhigh frequency of ads delivered to the same viewer which may potentiallyreduce the effectiveness of the advertising.

Due to these limitations of the programmatic advertising, rates forprogrammatic advertising are viewed as higher than traditional TVratings for comparable ad campaigns, without taking into considerationthe value of data rich targeting and campaign optimization. Thus, a needexists for a method and system for providing an easy-to-use onlineplatform that allows advertisers to use third party data sets to plan,buy, traffic, track and report on ad campaigns targeted at specificaudiences in their local markets

BRIEF SUMMARY OF THE INVENTION

Various embodiments are generally directed to techniques to predict anddesign ad campaigns using aggregated audience data to predictimpressions on a proprietary platform. Some embodiments are particularlydirected to techniques to generate an audience targeted ad campaign andto distribute ads among television programming asset sources based onthe ad campaign. Television programming asset sources include, but arenot limited to, broadcast TV, national cable, local cable, Video onDemand (VOD), addressable advertising, and advertising for televisionprogramming delivered online which includes over the top advertising(“OTT”) as well as non-subscription based television programmingdelivered online by streaming, live, simulcast, through a cloud baseddelivery and the like. In one embodiment, to generate an ad campaign aprogrammatic advertisement platform receives a request for an adcampaign, wherein the request comprises selection criteria specified bya user. In response to the request, the programmatic advertisementplatform accesses a data storage containing data sets that include aplurality of television programming assets inventoried from a pluralityof television programming asset sources, and determines a predictedperformance value of the placement of the ad content associated with thead campaign in the television programming assets. Based on the predictedperformance value and the selected criteria, an ad campaign is generatedand a report associated with the ad campaign is made accessible to theuser. While the invention is described with respect to an embodimentinvolving television programming, it will be appreciated by thoseskilled in the art that the system, methods and platforms describedherein can also be applied to other environments such as radioprogramming in its various forms, broadcast, cable, satellite and radioprogramming delivered online.

Certain illustrative aspects are described herein in connection with thefollowing description and the annexed drawings. These aspects may beindicative of the various ways in which the principles disclosed hereincan be practiced. In addition, these aspects and any variations andfunctional equivalents are intended to be within the scope of theclaimed subject matter. Other advantages and novel features will becomeapparent from the following detailed description when considered inconjunction with the drawings.

FIG. 1 is a block diagram of a computing system environment suitable foruse in implementing the present invention;

FIG. 2A illustrates an exemplary architecture for a programmaticadvertisement platform system according to embodiments of the presentinvention;

FIG. 2B illustrates one example of a programmatic advertisement platformsystem according to embodiments of the present invention;

FIG. 3 illustrates one example of the flow of data within thearchitecture of the programmatic advertisement platform according toembodiments of the present invention;

FIG. 4 illustrates an exemplary functional architecture for aprogrammatic advertisement platform according to embodiments of thepresent invention;

FIG. 5 illustrates a flowchart of the functional operation of aplatform, according to embodiments of the present invention;

FIGS. 6A and 6B illustrate a screenshot of a user interface used todisplay and add advertiser profiles to the programmatic advertisementplatform.

FIGS. 7A and 7B illustrate screenshots of a user interface used todisplay and add brand profiles to the programmatic advertisementplatform.

FIG. 8 illustrates a screenshot of a user interface used to manage adcampaigns.

FIGS. 9A-9E illustrate screenshots of a user interface used to generatean ad campaign.

FIGS. 10A and 10B illustrate screenshots of a generated campaign adcampaign report.

FIGS. 11A-C illustrate screenshots of a generated campaign performancereport.

DETAILED DESCRIPTION

Overview

In various non-limiting embodiments, the invention is described in thecontext of a programmatic advertisement platform for generating anaudience targeted ad campaign. Specifically, the programmaticadvertisement platform is a platform that facilitates transactionsbetween television programming asset sources, such as TV networks, andadvertisers, wherein the transactions lead to distribution ofcommercials to the various television programming asset head ends basedon an ad campaign.

Specifically, the programmatic advertisement platform generates an adcampaign based on the needs of an advertiser, and facilitates thepurchase of and placement of the ad content in the media assets, alsoreferred to as ad slots or inventory, based on the ad campaign. Togenerate the ad campaign, the programmatic advertisement platformcorrelates media assets from a plurality of media asset sources withaudience attributes and ad content. The correlation produces a predictedperformance value, which is used as a basis for generating an adcampaign. Therefore, the present invention enables media asset sourcesand providers of audience attribute information, such as viewershipinformation providers/consumer data providers, to communicate with theprogrammatic advertisement platform in a way that adds value to, orotherwise facilitates the valuation of, the media asset sources incontext of the particular ad. The programmatic advertisement platformdelivers improved performance and lower effective cost of television adcampaigns by using automation for simplification and advanced targetingalgorithms to reach desired audiences more efficiently.

A simplified overview has been provided in the present section to helpenable a basic or general understanding of various aspects of exemplary,non-limiting embodiments that follow in the more detailed descriptionand the accompanying drawings. This overview section is not intended,however, to be considered extensive or exhaustive. Instead, the overviewpresents some concepts related to some exemplary non-limitingembodiments of the invention in a simplified form as a prelude to themore detailed description of these and various other embodiments of theinvention that follow.

Exemplary Operating Environment(s)

Referring initially to FIG. 1 in particular, an exemplary operatingenvironment for implementing embodiments of the present invention isshown and designated generally as computing device 100. Computing device100 is but one example of a suitable computing environment and is notintended to suggest any limitation as to the scope of use orfunctionality of the invention. Neither should the computing environment100 be interpreted as having any dependency or requirement relating toany one or combination of components illustrated. In accordance with theinvention, participants can communicate with a programmaticadvertisement platform via one or more computing devices 100, and theprogrammatic advertisement platform may also comprise one or morecomputing devices 100, in order to carry out one or more aspects of theinvention described in detail below.

In this regard, the invention may be described in the general context ofcomputer code or machine-useable instructions, includingcomputer-executable instructions such as program modules, being executedby a computer or other machine, such as a personal data assistant orother handheld device. Generally, program modules including routines,programs, objects, components, data structures, etc., refer to code thatperform particular tasks or implement particular abstract data types.The invention may be practiced in a variety of system configurations,including hand-held devices, consumer electronics, general-purposecomputers, more specialty computing devices, etc. The invention may alsobe practiced in distributed computing environments where tasks areperformed by remote-processing devices that are linked through acommunications network. These devices or systems are referred to as“computing devices.”

With reference to FIG. 1, computing device 100 includes a bus 110 thatdirectly or indirectly couples the following elements: memory 112, oneor more processors 114, one or more presentation components 116,input/output ports 118, input/output components 120, and an illustrativepower supply 122. Bus 110 represents what may be one or more busses(such as an address bus, data bus, or combination thereof). Although thevarious blocks of FIG. 1 are shown with lines for the sake of clarity,in reality, delineating various components is not so clear, andmetaphorically, the lines would more accurately be gray and fuzzy. Forexample, one may consider a presentation component such as a displaydevice to be an I/O component. Also, processors have memory, orotherwise communicate with memory. It should be noted that the diagramof FIG. 1 is merely illustrative of an exemplary computing device thatcan be used in connection with one or more embodiments of the presentinvention. Distinction is not made between such categories as“workstation,” “server,” “laptop,” “hand-held device,” etc., as all arecontemplated within the scope of FIG. 1 and reference to “computingdevice.”

Computing device 100 typically includes a variety of computer-readablemedia. By way of example, and not limitation, computer-readable mediamay comprise Random Access Memory (RAM); Read Only Memory (ROM);Electronically Erasable Programmable Read Only Memory (EEPROM); flashmemory or other memory technologies; CDROM, digital versatile disks(DVD) or other optical or holographic media; magnetic cassettes,magnetic tape, magnetic disk storage or other magnetic storage devices,carrier wave or any other medium that can be used to encode desiredinformation and be accessed by computing device 100.

Memory 112 includes computer-storage media in the form of volatileand/or nonvolatile memory. The memory may be removable, non-removable,or a combination thereof. Exemplary hardware devices include solid-statememory, hard drives, optical-disc drives, etc. Computing device 100includes one or more processors that read data from various entitiessuch as memory 112 or I/O components 120. Presentation component(s) 116present data indications to a user or other device. Exemplarypresentation components include a display device, speaker, printingcomponent, vibrating component, etc. I/O ports 118 allow computingdevice 100 to be logically coupled to other devices including I/Ocomponents 120, some of which may be built in. Illustrative componentsinclude a microphone, joystick, game pad, satellite dish, scanner,printer, wireless device, etc.

Programmatic advertisement platform System Architecture Overview

Exemplary environment or architectures of a programmatic advertisementplatform in which one or more of the various embodiments of the adcampaign generation techniques in accordance with the present inventionmay be deployed or implemented are now described. For instance, FIG. 2Aillustrates an exemplary architecture 200 for a programmaticadvertisement platform system, which comprises a programmaticadvertisement platform 212 associated with media asset sources 202. Theprogrammatic advertisement platform 212 provides a way for facilitatingcommercial transaction between a plurality of media asset sources 202and a plurality of advertisers 214, wherein the commercial transactionwill ultimately lead to a distribution of copies of commercials tovarious media asset head ends, such as, for example, TV networks, basedon media plans derived by the programmatic advertisement platform 212.

For purposes of explanation only, the media asset sources 202 will bediscussed herein as a group of any number of media asset sources.However, embodiments of the present invention are not limited to a groupof media asset sources, as a single media asset is sufficient. Also,embodiments of the present invention are not limited to a single groupof media asset sources, as any number of groups of media asset sourcesmay be present in architecture 200.

Each media asset source provides 202 an inventory of available ad slotsto a programmatic advertisement platform 212. For example, a TV network,such as NBC or CBS, provides available ad slots that will be insertedinto a broadcast show. Media asset sources 202 are intended to representany number of types and sizes of networks, broadcasters, cable companiesor satellite providers. For example, the media asset sources may includebroadcast television, national cable television, local cable television,VOD, addressable advertising, internet protocol television, over the topvideo services, TV everywhere video services, or other TV services thatinclude television programming delivered online.

Architecture 200 also comprises advertisers 214 associated with theprogrammatic advertisement platform 212. An advertiser 214 may be anyorganization, group, individual or associate thereof that is buyingtelevision airtime to disseminate an ad. For purposes of explanationonly, only one advertiser will be discussed herein. However, embodimentsof the present invention are not limited to a single advertiser, as anynumber of advertisers a reserved by the present invention. Advertisers214 request generation of ad campaigns from the programmaticadvertisement platform 212 based on selected criteria. As discussed inmore detail below, to generate an ad campaign, the programmaticadvertisement platform aggregates the media assets from the media assetsources, determines a predicted performance value of the ad campaignbased viewership information and consumer data, and generates a targetedad campaign based on the predicted performance value for advertisers214.

To determine a predicted performance value of an ad campaign, theprogrammatic advertisement platform 212 collects viewership informationand consumer data information. The programmatic advertisement platform212 collects viewership information and consumer data information fromviewership information providers 204 and consumer data providers 216,respectively. For purposes of explanation only, only one viewershipinformation provider and consumer data provider will be discussedherein. However, embodiments of the present invention are not limited toa single viewership information provider or a single consumer dataprovider, as any number of viewership information providers and consumerdata providers may exist.

In an embodiment, the viewership information provider 204 is anaggregator of data from various sources associated with collectingviewership information. For example, a viewership information provider,such as Rentrak, Acxiom or Nielsen, tracks viewing behavior from aplurality of televisions or set top boxes across a plurality of markets.The viewership information provider 204 is communicatively coupled tothe programmatic advertisement platform 200.

In an embodiment, the consumer data provider 216 is an aggregator ofdata from various sources associated with collecting consumer data. Inone embodiment, the consumer data provider aggregates data and uses thedata for modeling, wherein sample data sets are used as indicative ofthe general national marketplace television viewing behavior. Forexample, Nielsen's Diaries, a consumer data provider service, providesdata in the form of surveys and people meter programs, where a smallnumber of TV households are deemed as statistically relevant fornational television viewing ratings. In another embodiment, the consumerdata provider 216, such as Acxiom, may also analyze and parse consumerand business information collected from a plurality of head ends ofviewer devices. For a non-limiting example, consumer data may includeattributes such as gender, age, location and income.

The viewership information and consumer data may come from manydifferent providers that format the data in many different ways. In thisregard, any representation of value as understood may be translated intoa representation within the programmatic advertisement platform 212 inaccordance with the invention, and thus, various embodiments of theinvention contemplate the enrichment of the programmatic advertisementplatform 212 with information as normalized and utilized within theplatform in accordance with the invention. In one embodiment, theprogrammatic advertisement platform 212 normalizes data by checking theviewership and consumer data against industry data to ensure accuracy.The industry data may be obtained from viewership information providerssuch as Kantar, Rentrak or Nielsen.

The programmatic advertisement platform 212 may utilize the viewershipinformation and the consumer data to derive statistical information. Inone embodiment, the programmatic advertisement platform matches theconsumer data to set top box viewing data derived from the viewershipinformation in a double blind method to determine actual viewingbehavior tied to the consumer data segments. Using this matched data,statistical information may be derived. The statistical information canbe analyzed to determine a targeted audience for an ad campaign byproviding insight as to future performance of the ads, referred to as apredicted performance value. Once the targeted audience has beendetermined, a targeted ad campaign can be generated for the advertiserby the programmatic advertisement platform 212.

For example, a predicted performance value may indicate that advertisinglocally may be more effective than advertising nationally for a localSan Francisco business owner who operates a restaurant and wants toincrease business. The local business owner would benefit from theprogrammatic advertisement platform taking into consideration thelocation of consumers that will be viewing the ad while determining anad campaign. That way, the ad campaign that is developed for the localbusiness person will include ad slots that are broadcasted in the localarea, such as on Time Warner in San Francisco. In another example, apredicted performance value may indicate that a massive corporate entitysuch as Starbucks, which has thousands of products and services, wouldbenefit less from a local ad campaign than a national ad campaign. Inthis scenario, the location information for consumers that will beviewing the ad may not be an important factor in determining an adcampaign. Advertisers 206 are intended to represent any number of types,sizes, sophistication levels, etc. No matter the size of the advertiser206, advertisers desire to utilize resources efficiently to place ads onmedia asset sources 202 broadcasts, and particularly, where value addedby the platform based on viewership information and consumer dataindicates that the advertising transaction is likely to provide a goodreturn on investment.

In one embodiment, advertisers may not place as much importance on theviewership information or the consumer data. Instead, advertisers maysolely or principally be interested in the number of homes orindividuals exposed to an advertisement or group of advertisements, asdefined as number of impressions. An example of where advertisers mayonly be interested in the number of impressions is in the video ondemand (VOD) inventory space.

VOD has also become a popular platform not only for consumers but alsoamong television networks, advertisers and cable service providers forits ability to be measured and therefore monetized. It has created theatmosphere for new advertising opportunities in the non-traditionaltelevision world. An example is Dynamic Ad Insertion (DAI). DAI expandsadvanced advertising opportunities by allowing cable providers to targetads that can be swapped in and out of VOD content. Ads can be insertedinto VOD content through pre-roll, mid-roll and post-roll formats.

Dynamic Ad Insertion has created opportunities for all parties involvedto gain more value out of this form of advertising. One of the majoradvantages for VOD advertising is that most ads are non-skippable by theviewer; however, that function is determined by individual networkprogramming providers. The continued incorporation of DAI should allowadvertisers more opportunities to re-capture lost ‘live’ TV viewing andincrease the reach of key demographics as time-shifted viewing throughVOD continues to grow.

Once an ad campaign has been generated by the programmatic advertisementplatform 212 and the advertisers 214 have approved the generated adcampaign, an order can be placed for the inventory supplied by the mediaasset source 202. On each order for inventory, the media asset source202 will set a price, i.e., reserve price, for their available ad slots,and programmatic advertisement platform 212 will place an order onbehalf of the advertiser 214 on the right to have their ads displayedduring the ad slot. This embodiment is not limited to consumer priceindex (CPI) pricing, but CPI pricing is an example of a common pricingmodel that can be used. For example, all ad slots have a fixed price setby the media asset source 202. Rates may be determined by weightedcombination of rate cards provided by the media asset source 202, thecampaign budget, flight length and dates, network and/or daypartrequirements, seasonality requirements and guaranteed audiencetargeting. In one embodiment, programmatic advertisement platform 212takes a fractional portion of the revenue flowing through it to supportits operations, which can either be implemented via incrementing themedia asset sources 202 ask by some percentage, or by making agreementswith media asset sources 202 that some percentage of the revenuegenerated from their traffic will be held back.

Because media asset sources 202 are concerned with user satisfaction, insome cases, the media asset sources 202 would prefer to have somecontrol over the relevancy of the ad airing on their network. Viewershipinformation is considered a good measure of relevance and therefore manyadvertisers 214 and media asset sources 202 might want impression viewguarantees on the ad performance. Programmatic advertisement platform212 allows the advertisers 214 and the media asset sources 202 tooptionally specify a minimum impression view guarantee that isacceptable. Programmatic advertisement platform 212 monitors theviewership information provider 206 in order to track the minimumimpression view for each ad campaign. In one embodiment, the adcampaigns are evaluated weekly for delivery against the impression andaudience goals. When the minimum impression view and/or audience goalsare met, the ad campaign is meeting its performance guarantees. In anembodiment, if an ad campaign continuously fails to meet the minimumimpression view guarantee and/or the audience goal, the programmaticadvertisement platform 212 may provide recommendations for modificationsto the ad campaign. For example, the programmatic advertisement platform212 may find impressions in other inventory that meet the advertiser'srequirements and new order may be placed with the media asset provider.

In one embodiment, using architecture 200, the performance of an alreadyexisting ad campaign can be tracked. In one embodiment, the ad campaignsmay be tracked by collecting data about the number of impressions tunedto the advertisement. The impressions are collected on a periodic basis,such as hourly, daily, weekly, monthly, act. The impressions may also becollected by the network. The data from tracking the existing adcampaign can then be used to determine modify the existing ad campaign.

FIG. 2B illustrates one example of a programmatic advertisement platformsystem 200B, which comprises a programmatic advertisement platform 212associated with demand side platform (DSP) 220. The DSP 220 integratesmultiple pools of impression opportunities from multiple exchanges forbidding by advertisers. The DSP 220 may provide an advertiser access toa plurality of impression opportunities provided via the programmaticadvertisement platform 212. The DSP 220 and the programmaticadvertisement platform 212 functions as an interface between theplurality of media asset sources 202 and the advertisers 214. The DSP220 may process information associated with the various media assetopportunities and normalize these into appropriate parameters forcomparison against goals and constraints set by advertisers. In someembodiments, the DSP 220 may statistically and/or intelligently processpast and present information to help the advertiser customize andconstraints set by the advertisers 214. Based on the goals of theadvertisers 214, the DSP 220 may determine a rule set or constraints formedia asset purchases for the advertisers 214.

The communication interface may be used for communicating media assetrequests from the DSP 220 to the programmatic advertisement platform212. The communication interface includes an application programminginterface (API). The API is configured to be executed by the DSP 220.The API is also configured to receive media asset requests from anapplication program being executed by the DSP 220 and format thereceived media asset requests into commands of a dedicated media assetrequest command set. The API is further configured to drive a first hostchannel adapter. The first host channel adapter is coupled via aswitched fabric link to a second host channel adapter of theprogrammatic advertisement platform. The API drives the first hostchannel adapter so as to direct the formatted media asset requestcommands, via the first and second host channel adapters and theswitched fabric link, to a programmatic advertisement platformapplication program being executed on the programmatic advertisementplatform 212. The API lets DSP 220 and advertisers 214 seamlesslyconnect their platforms with the programmatic advertisement platform212. The programmatic advertisement platform 212 will accept campaignrequests for targeted audiences or plans based on the dedicated mediaasset request command set information, such as network and daypart. TheAPI creates a simple and flexible way to access billions of monthlymedia assets from national and local linear TV.

FIG. 3 illustrates one example of the flow of data within architecture200, according to embodiments of the present invention. Referring toFIG. 3, in step 302, the programmatic advertisement platform 212 ingestsmedia asset inventory from multiple media asset sources. In oneembodiment involving television programming, the media asset providesmedia asset inventory selling rules, such as rates, type, availabilityand restrictions along with the media asset inventory. In step 304, theingested inventory is aggregated. In one embodiment, the ingestedinventory is blindly aggregated such that the media asset sourcesrelinquish control over what advertisers will run during the ad slots.Aggregating the inventory blindly provides low pricing through largebulk buys of the media asset inventory combined with optimization and adtargeting technology.

Once the inventory is ingested by the programmatic advertisementplatform 212, in step 306, each media asset is optimized by matching orcorrelating the media asset to viewing information retrieved from theviewing information provider 204 and ad content associated with the adcampaign. Each media asset is then again matched or correlated withconsumer data retrieved from the consumer data provider 216 and the adcontent associated with the ad campaign. The matching or correlation ofthe inventory with the viewing information, the consumer data and the adcontent provides an added value to media assets in the inventory,wherein the added value may be a highly indexed audience targetassociated with the ad content.

In one embodiment, the programmatic advertisement platform 212 ingestsregular file updates from the media asset sources 202. The regular fileupdate includes availability of the media asset inventory and rates bythe media asset sources. Once the media asset inventory is updated onthe platform 212, each media asset is optimized again by matching orcorrelating the media asset sources with the viewing information, theconsumer data and the ad content. The media asset inventory may beoptimized periodically, such as daily, weekly or bi-weekly, seasonallyor manually.

In a specific example, the matching or correlating of the media assetsources with the viewing information, the consumer data and the adcontent is accomplished by searching available inventory for inventorywith the highest rating for the requested demographic segment while alsofactoring in all other requirement and constraints in a given campaign.To determine inventory with the highest rating for the requesteddemographic segment, the programmatic advertisement platform determinesa demographic impression by multiplying the demographic rating of thenetwork at the quarter hour time of the aired spot by the universalestimate (UE) of the zone in which the spot was viewed. The result isthen multiplied by the ratio of the target demographic UE to thenational TV viewing household UE.Demographic Impression=UE (zone)×¼ hour R(demo)×UE (demo)/UE (TV HH)

UE (zone)=universal estimate of the zone in which the spot was viewed

R(demo)=demographic rating of the network

UE (demo)=target demographic of the universal estimate

UE (TV HH)=TV viewing household universal estimate calculated bymultiplying the quarter hour household rating of the network at the timeof the aired spot by the universal estimate of the cable zone in whichthe spot was viewed.

The above example illustrates just one embodiment of the presentinvention. Other embodiments may not involve the same operations orconduct them in the same order. Specifically, the contexts in whichoptimization of the media asset inventory can provide value to theplatform 212 in accordance with the invention are practically limitless.i.e., anytime an advertiser or media asset participating in a valuationof ad slots or broadcasts may benefit from external action orinformation, the platform 212 has an opportunity to make that benefithappen by providing the corresponding value.

Functionality of a Programmatic Advertisement Platform

FIG. 4 illustrates an example of functional architecture 400 for aprogrammatic advertisement platform. The functional architecture 400illustrates the programmatic advertisement platform web server 402. Theweb server 402 may be generally arranged to host and execute one or moreadditional programmatic advertisement platform components. Thecomponents are not advertiser or broad internal user facing portals;instead, the components are executing processes in the background of theprogrammatic advertisement platform web server 402 in support of anadvertiser's actions made in an external user facing interface 420associated with the web server 402. The components include an inventoryaggregation engine 408, a predictive analytic engine 410, a sell-serveplanning engine 412, an order distribution engine 414, a copydistribution engine 416, and an optimization engine 418. The components,described in greater details below, use the media asset inventory storedin the inventory file database 404 along with the viewership informationand consumer data stored in the data sets database 406 to generate adcampaigns based on an optimize media asset inventory. Once the adcampaigns are created, post ad campaign reports are transmitted to theadvertisers.

The programmatic advertisement platform web server 402 implementsinterfaces 420 and 422. The interfaces 420 and 422, in certainembodiments, are used to manage and build ad campaigns, and create anddeliver post ad campaign reports to advertisers. The interfaces 420 and422 may allow the programmatic advertisement platform to access themedia asset sources, viewership information providers, and consumer dataproviders to obtain the data associated with the available media assets.The inventory aggregation component 408 aggregates the data. Thepredictive analytics component 410 determines a predicted performancevalue for the ad content associated with the ad campaign. The interfaces420 and 422 also provide the advertisers access to the self-serveplanning component 412 and the order distribution component 414.

The self-server planning component 412 allows advertisers to create oredit ad campaigns on the web server 402. For example, an advertiser, bythe self-server planning component, may generate an optimized televisionprogramming plan based on all of the entries inputted or selected by theadvertiser. The self-server planning component may display a graphicaluser interface that allows an advertiser to specify criteria for an adcampaign. In some instances, criteria, such as ad policy, campaignperiod, campaign budget and the like, may be used to generate the adcampaign. An ad policy may proscribe the placement of the ad content inan ad slot for a specific period of time. For instance, the ad policymay restrict placement of ad contents in an ad slot for the months ofJanuary and February only or seasonally only. In some embodiments, thepolicy may restrict the ad contents to be placed in ad slots associatedwith particular cable networks. In further embodiments, the policy mayprevent displaying the ad contents in ad slots associated with certaintypes of broadcasts, such as cartoons. An ad policy may also defineimpression guarantees for an ad campaign. For example, a policy mayallow an ad campaign to establish a number of expected impressions.

The self-serve planning component 412, in some embodiments, alsoprovides suggestions for updating or developing the ad campaign. In oneembodiment, the self-serve planning component 412 may provide audiencerecommendations based on the subject matter of the campaign or theimpressions for the ad slots for the ad campaign based on an analysis ofthe criteria and ad content submitted by the advertiser. For example, anad campaign for a sports themed restaurant may obtain a recommendationfrom the self-serve planning component 412 to include soccer audiencesegments, NFL football audience segments, NCAA football audiencesegments, tailgating audience segments, or food audience segments. Theserecommendations may be based on the criteria submitted by theadvertiser, the ad content, viewership information, consumer data andthe predicted performance value of the ad content associated with the adcampaign.

In some embodiments, different user groups of the same advertisingorganization may use the interfaces 420 and 422 to develop or edit adcampaigns on behalf of the advertising organization. For example,different user groups include ad agencies, direct advertisers,advertising sales representation organizations, DSP operators,supply-side platform operators, advertising suppliers, and technologypartners. Individuals at all organizational levels may access theplatform, and based on their roles and/or levels, the individuals willhave access to different functionalities in regards to creating,developing, updating and accessing an ad campaign.

As discussed above, the interfaces 420 and 422 of the web server mayprovide the advertiser several ad campaign building options. In oneembodiment, the interfaces 420 and 422 allow the advertiser to specifybroad campaign objectives. For instance, the advertiser may specify thelength of the campaign and the desired audience segment. In turn, theself-serve planning component suggests a campaign, a number ofimpressions across several categories, and a budget for the ad campaign.Once the ad campaign is generated and delivered to the advertiser, theadvertiser may modify the campaign by removing impression categories,adding impression categories, or adding other criteria via amodification option of the interface.

The modification option, in one embodiment, allows the advertiser toenter or select from the plurality of ad campaign criteria. In oneembodiment, the advertiser enters or selects an option to modify the adcampaign. Thereafter, the advertiser may be able to change the criteriaoptions that were originally selected. The advertiser may change thecampaign budget, the duration of the campaign, the network preference,the audience preference, the ad subject matter preference, the daypartpreference and/or the seasonality preference. For example, a floristlooking to advertise on local cable may set criteria for her ad campaignto include a network preference of HGTV with a target audience of adultsbetween an age range of 20-40 years old.

Once the ad campaign has been created or modified, the orderdistribution component 414 can convert the campaign into spot basedcable TV orders and distribute the orders to individual media assetproviders in a desired format to be ingested into the appropriate mediaasset provider's system. The order distribution component 414distributes the orders via the interfaces 420 and 422. Based on thereceived orders, the media asset providers will determine the trafficand billing for each advertiser. In one embodiment the ad slots that areordered once the campaign is accepted by the client. However, clearanceof the ad slots is not known until after the air date and as run filesare received by the programmatic advertisement platform from the mediaasset suppliers.

A copy of the advertisement in electronic form is delivered to the copydistribution module 416 associated with the programmatic advertisementplatform. The copy may be delivered to the copy distribution module byusing an FTP server, wherein the advertiser uploads a creative file. Theelectronic copy may also be delivered using a third party copydistribution service, such as Extreme Reach or Yangaroo, wherein theadvertiser delivers the copy to the third party copy distributionservice and the programmatic advertisement platform retrieves the copyfrom the service. In one embodiment, a plurality of differentadvertisement copies may be distributed by the advertiser. In such acase, a copy rotation instruction may also be provided by the self serveplanning module along with the copy.

Once the programmatic advertisement platform 402 receives the copy andthe copy rotation instructions, the programmatic advertisement platform402 distributes the copy and instructions to the individual mediasupplier in a format and using a delivery mechanism requested by themedia supplier. In one embodiment, this may be done at the same time asthe order is distributed or subsequently but prior to the campaign startdate.

Once the orders have been distributed, the ad campaign may commence.Once the ad campaign commences, the optimization engine component 418may collect delivery data throughout the ad campaign and optimize theorders to ensure the highest possible delivery based on the ad campaignobjectives specified by the advertiser.

A web based report repository communicatively associated with the webserver 402 may be accessed by internal and external users to generateand download post campaign delivery reports. In certain instances, thereport contains campaign specific data based on as-run files that areingested daily from the media asset providers by the web server 402.

FIG. 5 provides a flowchart of the functional operation of aprogrammatic advertisement platform, according to embodiments of thepresent invention. Referring to FIG. 5, method 500 begins, at step 502,when a plurality of fields for entry of selection criteria for an adcampaign is displayed on an advertiser's computing device. In oneembodiment, the selection criteria are displayed on a graphical userinterface. The selection criteria include campaign dates, a targetaudience, a campaign budget and an ad content identification. In oneembodiment, the selection criteria additionally include at least one ofa hiatus week, a spot length, a primary target audience, a secondarytarget audience, a weight of importance measurement for each day, and anetwork preference. The network preference may include networkexclusions, specified networks, a weight of importance measurement foreach network, and a percentage of networks to include in each daypart.In another embodiment, the selection criteria omit cost per thousandimpressions (“CPM”), daypart by networks and days of the week bynetwork.

Once an advertiser selects criteria of the ad campaign, at step 504, theprogrammatic advertising platform receives a request to generate the adcampaign from the client computing device. The request includes theselection criteria specified at the graphical user interface on theclient computing device.

At step 506, the programmatic advertising platform accesses a datastorage containing a data set. The data set includes a plurality ofmedia assets, such as television programming assets, inventoried from atleast one of a plurality of media asset sources andtemporal/non-temporal attributes for each of the media assets. In oneembodiment, the data set may also include viewership information andcustomer data used to optimize and add value to the media assets.

At step 508, a predicted performance value is determined using the dataset. The predicted performance value is used to place the identified adcontent associated with the requested ad campaign into at least onesegment of one of the plurality of media assets. In one embodiment, thepredicted performance value includes determining the relationship of asuccess metric for placement of the ad content in a segment of the mediaasset and a number of the targeted impressions for the segment.

At step 510, an ad campaign is created by selecting media assets fromthe accessed data set to populate the requested ad campaign based on thedetermined predicted performance value and the selection criteria. Inone embodiment, the ad campaign is transmitted to the advertiser, wherethe advertiser may accept the generated ad campaign or may modify the adcampaign. If the advertiser accepts the generated ad campaign, an orderfor the selected media assets may be generated and transmitted to theowners of the selected media assets to secure placement for theidentified ad content in the selected media assets.

In one embodiment, if the advertiser elects to modify the ad campaign,the advertiser may select different criteria and request generation of anew ad campaign.

At step 512, report information associated with the created ad campaignis generated and includes dates, the campaign budget, time ranges, asummary of the media assets and created ad campaign, the summarycontaining dates, the campaign budget, time ranges, a summary of themedia assets and predicted performance values. In one embodiment, thereport information includes at least one analytical factor such as aplan impression score, an impression heatmap, an impressiondistribution, and an impression delivery schedule.

At step 514, generated report information is transmitted to theadvertiser. In one embodiment, once the ad campaign commences,performance data is stored at the programmatic advertisement platformfrom each of the media assets. The performance data may be based onas-run files ingested periodically from the media assets. The reportinformation, including the performance data, may be transmitted or madeaccessible to the advertiser.

FIGS. 6-7 are screenshots of a user interface used to generate andmanage ad campaigns using the programmatic advertisement platform. Inone embodiment, user is an employee or agent of an ad agency. Each adagency is a subscriber to the programmatic advertisement platform andhas an account associated with organization running the programmaticadvertisement platform. Each subscriber is registered with theprogrammatic advertisement platform to create these accounts. For a userto access that user's profile on its employer's account, the userutilizes a computing device to open a standard internet browser such asMicrosoft Internet Explorer, Mozilla Firefox, or any other type ofinternet access software, which connects the subscriber's computingdevice to the internet. Upon entering certain URL informationcorresponding to an internet location on the programmatic advertisementplatform server or other data storage location, the internet browserdisplays a login screen to gain access to the programmatic advertisementplatform. The interface associated with the programmatic advertisementplatform in the illustrated embodiment is run through the internetbrowser but, alternatively, the programmatic advertisement platform canrun as separate executable software installed onto the computing device.

The login screen will vary depending on the individual service provideror the computing device running the programmatic advertisement platform.For example, a login screen in a window from a generic internet browsermay include an address bar, a search bar, a forward button, a backbutton, a stop button, and a home button. The login screen itselffeatures a User Name entry box and a Password entry box, where the userenters the specific subscriber login information corresponding to thatsubscriber or user. A subscriber can have general login information, oradditionally have individual login information for each of its users.

In the programmatic advertisement platform, user registration recordsassociated with the subscriber login information can be role-based. Insuch a configuration, each user is allowed to interact with theprogrammatic advertisement platform according to the set of rolesassociated with the user's login information. Business rules controllingpermissions for each role are set by an administrator and are thenstored. Examples of user roles include account executive manager,account executive, agency manager, advertiser manager, advertiser, brandmanager and brand.

The user registration records associated with the subscriber logininformation also supports the notion of advertisement accounts. Byassigning an account to all orders of users, each user will be provided,by the programmatic advertisement platform, a personalized platform inwhich to create and manage accounts. For example, an ad agency employingthe user may manage accounts for Advertisers 1, Advertiser 2 andAdvertiser 3. The user may only be in charge of generating campaigns forAdvertiser 1 and Advertiser 2. The programmatic advertisement platform,by the application of role-based and user-based business rules will onlyprovide the user access to information associated with Advertiser 1 andAdvertiser 2.

In one embodiment, once the user successfully completes the login, theuser will be directed to another web page where a user interface isdisplayed to the user. The user interface may have multiple tabs toprovide handles to ad information associated with the advertisersmanaged by an agency. For example, the user interface may have a hometab, campaign tab, copy tab, client tab and site tab, as depicted inFIGS. 6A and 7A

When a user selects the clients tab, the user will be presented with alist of client advertisers and/or a list of brands associated with theiragency, as depicted in FIGS. 6A and 7A.

FIG. 6A is a screenshot of the user interface 600 presented to the userlisting advertisers associated with their agency. The advertiser listincludes a list of client advertisers 601 associated with the user'sagency. The list may also include contact information 602, address,phone number, fax number, e-mail address, or any other piece ofinformation associated with each advertiser in the list. The advertiserlist user interface may also include an action button 604 for eachadvertiser. By selecting or clicking on the action button 604, the usercan modify the information associated with the advertiser and/orinformation associated with the ad campaign associated with theadvertiser.

The advertiser list user interface may also include an “Add Advertiser”button 605, allowing the user to create a profile for a new advertiserthat the user's agency is representing. By selecting or clicking on the“add advertiser” button 605, the user will be presented a form or willbe directed to a web page presenting a form 606, as depicted in FIG. 6B,for adding an advertiser. The form presented for adding an advertiser606 may include a plurality of fields that includes text boxes,drop-down menus, check text labels, scrolling boxes and the like.

FIG. 7A is a screenshot of the user interface presented to the userlisting of brands 701 associated with their agency. The brand list 700may also include information regarding whether the brand campaign isactive 702, the advertiser associated with brand campaign 703, theindustry associated with the brand 704, or any other piece ofinformation associated with each advertiser in the list. The brand listuser interface may also include an action button 705 for each brand. Byselecting or clicking on the action button 705, the user can modify theinformation associated with the brand and/or modify information relatingto the ad campaign associated with the brand.

The brand list user interface may also include an “add brand” button706, allowing a user to create a profile for a new brand associated withone of the advertisers from the advertiser list. By selecting orclicking on the “add brand” button 706, the user will be presented aform or will be directed to a web page presenting a form 707, asdepicted in FIG. 7B, for adding a brand associated with an already addedadvertiser. The form presented for adding a brand 707 may include aplurality of fields that includes text boxes, drop-menus, check textlabels, scrolling boxes and the like.

Once the user has entered the desired information to create anadvertiser and/or brand, the information can be saved to the account ona database by clicking the “Add Advertiser” 607 or “Add Brand” button708, as depicted in FIGS. 6B and 7B.

FIG. 8 depicts a graphical user interface that is presented to a user.In one embodiment, once the user successfully completes the login, theuser will be directed to another web page where a user interface may bedisplayed to the user that includes a list of campaigns associated withthe user. The graphical user interface may also include a plurality oftabs, such as a Home tab 801, Campaign tab 802, Copy tab 803 and aClients tab 804. When a user selects the Campaign tab 802, as depictedin FIG. 8, the user is presented a user interface listing the campaignswith which the user is associated. In one embodiment, when a userselects the Campaign tab, as depicted in FIG. 8, the user is presented agraphical user interface listing the campaigns associated with theagency 805. Information associated with the campaign may also beincluded in the list. For example, the brand 806, the start date 807,the end date 808, the budget 809 and the status 810 of the campaign maybe included in the list. A user may be able to sort the list by any ofthe information associated with the list that was included. A user mayalso be able to filter the list of campaigns by account executive (“AE”)812, Agency 813, Advertiser 814, Brand 815, Start Date 816, or End Date817.

A user may edit or delete a campaign listed by selecting an edit button820 or a delete button 821 in the action column 822 associated with thecampaign. When the user selects the edit button 820, informationassociated with the campaign will be displayed to the user in amodifiable format. When the user selects the delete button 821, thecampaign will be deleted. A user may also add a new campaign byselecting the Add Campaign button 819. When the user selects the AddCampaign button 819, a form or a plurality of forms will be displayed tothe user to gather information needed to generate the campaign.

FIGS. 9A-9E depicts a graphical user interface 900 presented to a userwhen initially generating an ad campaign. The user is presented agraphical user interface having a form view, wherein the user isprompted to fill out all necessary information needed for a media planto be generated. In one embodiment, text boxes are provided allowing theuser to type in the information. In another embodiment, the form mayinclude buttons, scrollbars, pulldown menus, pop-up menus, dialog boxes,etc. In one embodiment, the form view includes categories for theinformation being requested. For example, categories may include Accountand Campaign information 907, Day and Dayparts 908, and Audience andTargets 909, as depicted in FIGS. 9A-9C. In one embodiment, criticalinformation needed to generate the campaign are indicated by a text boxfollowed by an (*).

In the Account and Campaign information category 907, depicted in FIG.9A, basic information regarding the campaign is requested, such ascampaign name, agency, advertiser, brand, campaign budget, distributionproportionality, and spot length 906.

In the Day & Dayparts information category 908, as also depicted inFIGS. 9A and 9B, the user must submit information regarding the startdate and end date of the ad campaign 910 and 911. In one embodiment,when choosing a start and end date, or hiatus weeks, a user friendlycalendar pops up 911. The user may also select seasons, days of theweek, and/or parts of the day, referred to as dayparts), in which to runthe ads. Additionally, the sum of all dayparts must add up to 100% whichthe programmatic advertisement platform calculates as each percent ofthe daypart is populated.

In the Audience and Target category 909, as depicted in FIGS. 9C and 9D,the user may select primary targets 912 for the ad campaign. Forexample, the ad campaign may be geared towards an audience of women,ages 25-30. In one embodiment, the user may manually enter in a targetaudience or may select from a list of primary targets 913. When choosinga primary target 912, as well as target demo 913, a drop down list ofall available targets may appear 914.

In the Networks and Weights category 915, as depicted in FIGS. 9C and9D, users are offered an option to create a “weighted campaign”, whereusers can choose the networks, weight of network 916, and dayparts 917they want to run on for each specific network. Once all targets arechosen, the client can choose any genre or network exclusions they wouldlike 918, as depicted in FIG. 9D. When chosen, those genres or networkswill be automatically excluded 918.

In the Calculate and Review category 920, as depicted in FIG. 9E, oncethe user has chosen their desired networks and populated each networkwith a weight, they can then calculate the campaign. When allinformation has been selected, the client can then click calculatecampaign button 919 and their media plan will be generated.

FIGS. 10A and 10B depict a generated campaign report that is displayedwhen the client has added all necessary information to create theirdesired media plan and t the media plan has been calculated. Thecalculated campaign report includes a campaign plan which may includethe number of impressions 1010, a budget 1011, primary target 1012,start/end dates 1013, spot length 1015, CPM 1014, target demos 1015,etc. The calculated campaign report further may include a planimpression score 1016 which is an index number showing how the targetedimpressions compare to the untargeted or household impressions withrespect to the nation universal estimate for each demographic; animpression heatmap 1017; graphs displaying impressions by the day of theweek 1018, impressions by daypart 1019, and/or distribution of theadvertisements by network 1020; and agreements containing the terms andconditions governing the user, use of the programmatic advertisementplatform and/or campaign 1030. After reviewing the generated campaignreport, the client can choose to further edit the campaign plan byselecting or clicking on the edit campaign button 1033 or accept theterms and conditions associated with the use of the programmaticadvertisement platform 1031 and submit the plan for approval 1035.

Once the campaign plan has been approved by the advertiser and thecampaign has started, the advertiser can monitor the progress and/oreffectiveness of the campaign. FIGS. 11A-11C depicts a campaign reportafter the campaign has started. In FIGS. 11A and 11B, the campaignreport displays basic information related to the campaign 1110, such asthe number of impressions, a budget, primary target, start/end dates,CPM, etc. The campaign report may also include information associatedwith impression goals 1120. For example, the campaign report may includedaily household impressions, the daily household impression goal,likelihood of reaching the daily household impression goal, the totalhousehold impressions, the desired household impressions, and thepercentage of the total household impressions delivered. The campaignreport may also include graphs representing information related toimpressions by the day of the week 1130, impressions by date 1140, andimpressions by the network 1150, as depicted in FIG. 11B. In FIG. 11C,the campaign report depicts detailed data regarding the performance in atable format.

One of ordinary skill in the art can appreciate that a computer or otherclient device can be deployed as part of a computer network. In thisregard, the present invention pertains to any computer system having anynumber of memory or storage units, and any number of applications andprocesses occurring across any number of storage units or volumes. Thepresent invention may apply to an environment with server computers andclient computers deployed in a network environment, having remote orlocal storage. The present invention may also apply to a standalonecomputing device, having programming language functionality,interpretation and execution capabilities.

In view of the foregoing, the scope of the present invention isdetermined by the claims that follow:

What is claimed is:
 1. A method comprising: receiving, by a programmaticadvertising platform, selection criteria comprising campaign dates, atarget audience, a campaign budget, and an advertising contentidentification from a client computing device; accessing, by theprogrammatic advertising platform, a data storage containing a data setincluding a plurality of television programming assets inventoried fromat least one of a plurality of television programming asset sources,wherein the data set includes temporal and non-temporal attributes foreach television programming asset in the plurality of televisionprogramming assets; correlating, by the programmatic advertisingplatform, the plurality of television programming assets with audienceattributes comprising viewership information and consumer data;determining, by the programmatic advertising platform, a predictedperformance value for placement of the identified advertising contentassociated with the requested advertising campaign in at least onesegment of one of the plurality of television programming assets usingthe data set, the correlated audience attributes, and the selectioncriteria; creating, by the programmatic advertising platform, theadvertising campaign by selecting televisions programming assets fromthe accessed data set to populate the requested advertising campaignbased on the determined predicted performance value and the selectioncriteria; generating, by the programmatic advertising platform, reportinformation associated with the created advertising campaign, whereinthe generated report information, when received and processed by theclient computing device, causes the client computing device to display areport of the created advertising campaign containing dates, thecampaign budget, time ranges, a summary of the selected televisionprogramming assets, a plan impression score, and the predictedperformance value, wherein the plan impression score is an index numbercomparing the created advertising campaign to a universal estimate; andmaking, by the programmatic advertising platform, the generated reportinformation available to the client computing device, wherein at leastone of the receiving, accessing, correlating, determining, creating, andgenerating are performed by one or more computers.
 2. The method ofclaim 1 wherein the plurality of television programming assets areselected from a group consisting of broadcast television programming,national cable television programming, local cable televisionprogramming, video on demand programming, and television programmingdelivered online.
 3. The method of claim 1, wherein the selectioncriteria further comprises at least one of: (i) a hiatus week, (ii) aspot length, (iii) a primary target audience, (iv) a secondary targetaudience, (v) a weight of importance measurement for each day, and (vi)network preferences comprising network exclusions, specified networks, aweight of importance measurement for each network, and a percentage ofnetworks to include in a daypart.
 4. The method of claim 1, furthercomprising: transmitting, by the programmatic advertising platform, thegenerated advertising campaign to the client computing device; andreceiving, by the programmatic advertising platform, an indication ofacceptance of the generated advertising campaign from the clientcomputing device.
 5. The method of claim 4, further comprising:generating, by the programmatic advertising platform, an order for anowner of the selected television programming assets based upon theindication of acceptance of the generated advertising campaign from theclient computing device; and transmitting, by the programmaticadvertising platform, the order to the owner to secure a placement forthe identified advertising content in the selected televisionprogramming assets.
 6. The method of claim 1, wherein the reportinformation includes at least one analytic factor selected from a groupconsisting of an impression heatmap, an impression distribution, and animpression delivery schedule.
 7. The method of claim 1, furthercomprising: storing, by the programmatic advertising platform,performance data from each of the selected television programmingassets, wherein the performance data is based on as-run files ingestedperiodically from the plurality of television programming assets; andmaking, by the programmatic advertising platform, the performance dataavailable to the client computing device.
 8. The method of claim 1, thedetermining the predicted performance value further comprising:determining, by the programmatic advertising platform, the relationshipof a success metric for placement of the advertisement content in asegment of the television programming asset and a number of targetedimpressions for the segment.
 9. The method of claim 1, wherein theplurality of television programming assets are advertisementavailability providers.
 10. The method of claim 9, wherein the data setfurther comprises normalized advertisement segment data from each of theplurality of television programming assets.
 11. A non-transitorycomputer-readable medium carrying one or more sequences of instructionswhich, when executed by one or more processors, cause the one or moreprocessors to perform operations comprising: receiving, by aprogrammatic advertising platform, selection criteria comprisingcampaign dates, a target audience, a campaign budget, cost of a set ofimpressions, and an advertising content identification from a clientcomputing device; accessing, by the programmatic advertising platform, adata storage containing a data set comprising a plurality of televisionprogramming assets inventoried from at least one of a plurality oftelevision programming asset sources, a calendar, an audience datasource and a predictive algorithm, the data set including temporal andnon-temporal attributes for each television programming asset in theplurality of television programming assets; correlating, by theprogrammatic advertising platform, the plurality of televisionprogramming assets with audience attributes comprising viewershipinformation and consumer data; determining, by the programmaticadvertising platform, a predicted performance value for placement of theidentified advertising content associated with the requested advertisingcampaign in at least one segment of one of the plurality of televisionprogramming assets using the data set, the correlated audienceattributes, and the selection criteria; creating, by the programmaticadvertising platform, the advertising campaign by selecting televisionprogramming assets from the accessed data set to populate the requestedadvertising campaign based on the determined predicted performance valueand the selection criteria; generating, by the programmatic advertisingplatform, report information associated with the created advertisingcampaign, wherein the generated report information, when received andprocessed by the client computing device, causes the client computingdevice to display a report of the created advertising campaigncontaining dates, time ranges, a summary of the selected televisionprogramming assets, a plan impression score, and the predictedperformance value, wherein the plan impression score is an index numbercomparing the created advertising campaign to a universal estimate; andmaking, by the programmatic advertising platform, the generated reportinformation available to the client computing device, wherein at leastone of the receiving, accessing, correlating, determining, creating, andgenerating are performed by one or more computers.
 12. Thenon-transitory computer readable media of claim 11 wherein the pluralityof television programming assets are selected from a group consisting ofbroadcast television programming, national cable television programming,local cable television programming, video on demand programming, andtelevision programming delivered online.
 13. The non-transitorycomputer-readable medium of claim 11, wherein the selection criteriafurther comprises at least one of (i) a hiatus week, (ii) a spot length,(iii) a primary target audience, (iv) a secondary target audience, (v) aweight of importance measurement for each day, and (v) networkpreferences including network exclusions, specified networks, a weightof importance measurement for each network, and a percentage of networksto include in each day part.
 14. The non-transitory computer-readablemedium of claim 11, wherein the report information includes at least oneanalytic factor selected from a group consisting of an impressionheatmap, an impression distribution, and an impression deliveryschedule.
 15. The non-transitory computer-readable medium of claim 11,the operations further comprising: storing, by the programmaticadvertising platform, after the advertisement campaign has begun,performance data from each of the selected television programmingassets, wherein the performance data is based on as-run files ingestedperiodically from the plurality of television programming assets; andmaking, by the programmatic advertising platform, the performance dataavailable to the client computing device.
 16. The non-transitorycomputer-readable medium of claim 11, the determine further comprising:determining, by the programmatic advertising platform, the relationshipof a success metric for placement of the advertisement content in asegment of the television programming asset and a number of targetedimpressions for the segment.
 17. The non-transitory computer-readablemedium of claim 16, wherein the plurality of television programmingassets are advertisement availability providers.
 18. The non-transitorycomputer-readable medium of claim 16, wherein the data set comprisesnormalized advertisement slot data from each of the plurality oftelevision programming assets.
 19. The non-transitory computer-readableof claim 11, the operations further comprising: transmitting, by theprogrammatic advertising platform, the generated advertising campaign tothe client computing device; and receiving, by the programmaticadvertising platform, an indication of acceptance of the generatedadvertising campaign from the client computing device.
 20. Thenon-transitory computer-readable of claim 19, the operations furthercomprising: generating, by the programmatic advertising platform, anorder for an owner of the selected television programming assets basedupon the indication of acceptance of the generated advertising campaignfrom the client computing device; and transmitting, by the programmaticadvertising platform, the order to the owner to secure a placement forthe identified advertising content in the selected televisionprogramming assets.